GITNUXREPORT 2025

Diversity, Equity, And Inclusion In The Liquor Industry Statistics

Diversity boosts sales, leadership, innovation; industry needs stronger DEI efforts.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

70% of millennial consumers consider whether a brand promotes social issues before purchasing

Statistic 2

80% of consumers say authenticity and diversity in advertising influence their purchasing decisions

Statistic 3

73% of millennials prefer to buy from brands with strong social justice commitments

Statistic 4

42% of consumers are more likely to trust brands with visible DEI commitments

Statistic 5

82% of consumers say they are more loyal to brands that demonstrate inclusivity and diversity

Statistic 6

Companies with diverse executive teams are 33% more likely to outperform their peers financially

Statistic 7

60% of consumers state they are more likely to support brands that actively promote diversity

Statistic 8

30% of new product launches in the liquor industry in 2022 featured diverse founders or themes

Statistic 9

Companies with more diverse boards see an average of 19% higher revenue

Statistic 10

Only 10% of major liquor brands have explicitly incorporated DEI initiatives into their marketing strategies

Statistic 11

55% of respondents believe the industry should do more to promote diversity, equity, and inclusion

Statistic 12

68% of consumers feel that brands should reflect the diversity of their local communities

Statistic 13

42% of industry employees believe their company could improve its DEI efforts

Statistic 14

35% of consumers under 35 prioritize brands that support social justice causes

Statistic 15

50% of Hispanic consumers prefer purchasing from brands that promote diversity and inclusion

Statistic 16

Only 15% of liquor industry marketing campaigns feature diverse characters

Statistic 17

Social media campaigns promoting diversity in the liquor industry increased engagement rates by 40% in 2022

Statistic 18

61% of industry executives agree that inclusion leads to better innovation

Statistic 19

28% of consumers feel that liquor brands lack sufficient representation of multicultural identities

Statistic 20

90% of liquor companies have some form of DEI policy, yet only 35% actively measure its impact

Statistic 21

52% of consumers believe that supporting minority-owned brands is an act of social responsibility

Statistic 22

Only 12% of traditional advertising campaigns feature LGBTQ+ individuals

Statistic 23

48% of industry professionals say diversity initiatives lead to a better workplace environment

Statistic 24

67% of consumers support brands that promote racial equality

Statistic 25

34% of liquor industry recruitment campaigns target diverse communities more aggressively than in previous years

Statistic 26

Organic and fair-trade spirits brands are 40% more likely to highlight DEI initiatives on their labels

Statistic 27

59% of young adults feel that alcohol brands could do more to showcase diversity and inclusion in their branding

Statistic 28

80% of industry leaders agree that increasing DEI improves overall corporate reputation

Statistic 29

Only 7% of liquor advertising features persons with disabilities

Statistic 30

65% of industry professionals believe their companies should focus more on DEI in supplier relationships

Statistic 31

46% of liquor brands have engaged in partnerships with minority-owned organizations for marketing or product development

Statistic 32

55% of consumers aged 18-34 want brands in the liquor industry to show more inclusive storytelling

Statistic 33

40% of liquor industry marketing budgets are allocated to initiatives promoting diversity and inclusion

Statistic 34

73% of respondents believe DEI initiatives lead to better customer insights and product development

Statistic 35

14% of liquor companies have dedicated full-time DEI officers or teams

Statistic 36

63% of consumers feel that the alcohol industry should incorporate more representation of different cultural traditions

Statistic 37

81% of industry executives agree that DEI advocacy helps attract top talent

Statistic 38

23% of liquor brands have received awards or recognition specifically for their diversity and inclusion efforts

Statistic 39

Only 20% of leadership roles in the liquor industry are held by women

Statistic 40

Women account for 40% of leadership roles in the liquor industry, up from 34% five years ago

Statistic 41

25% of the liquor industry workforce is composed of minorities

Statistic 42

The percentage of minority-founded liquor brands has increased by 25% over the past three years

Statistic 43

The turnover rate for minority employees in the liquor industry is 20% higher than for their white counterparts

Statistic 44

Historically underrepresented groups such as Native Americans account for less than 2% of executive roles in the liquor industry

Statistic 45

The average salary gap between white employees and minority employees in the liquor industry is 15%

Statistic 46

25% of new hires in the liquor industry in 2023 were from underrepresented groups

Statistic 47

The percentage of women in R&D roles within the liquor industry increased by 10% over five years

Statistic 48

45% of consumers prefer brands that demonstrate diversity and inclusion in their advertising

Statistic 49

African American consumers spend $3 billion annually on alcohol, yet representation in marketing is less than 5%

Statistic 50

LGBT representation in liquor advertising increased by 15% in 2022

Statistic 51

Alcohol advertising featuring diverse models was 2.5 times more likely to resonate with minority audiences

Statistic 52

29% of recent advertising campaigns in the liquor industry have featured multicultural celebrations or events

Statistic 53

Minority-owned small businesses account for 11% of the alcohol retail sector

Statistic 54

The number of women-owned liquor brands tripled between 2010 and 2020

Statistic 55

Disabled individuals make up less than 1% of leadership positions in the liquor industry

Statistic 56

Indigenous and Native American spirits brands increased their market share by 15% over the past five years

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Key Highlights

45% of consumers prefer brands that demonstrate diversity and inclusion in their advertising
Companies with diverse executive teams are 33% more likely to outperform their peers financially
Only 20% of leadership roles in the liquor industry are held by women
Minority-owned small businesses account for 11% of the alcohol retail sector
60% of consumers state they are more likely to support brands that actively promote diversity
30% of new product launches in the liquor industry in 2022 featured diverse founders or themes
African American consumers spend $3 billion annually on alcohol, yet representation in marketing is less than 5%
70% of millennial consumers consider whether a brand promotes social issues before purchasing
Women account for 40% of leadership roles in the liquor industry, up from 34% five years ago
Companies with more diverse boards see an average of 19% higher revenue
25% of the liquor industry workforce is composed of minorities
80% of consumers say authenticity and diversity in advertising influence their purchasing decisions
Only 10% of major liquor brands have explicitly incorporated DEI initiatives into their marketing strategies

Despite mounting evidence that diversity and inclusion significantly boost industry performance and consumer loyalty, the liquor industry still lags in authentic representation, with only a fraction of brands actively integrating DEI into their marketing and leadership—highlighting a crucial opportunity for change.

Consumer Preferences and Loyalty

70% of millennial consumers consider whether a brand promotes social issues before purchasing
80% of consumers say authenticity and diversity in advertising influence their purchasing decisions
73% of millennials prefer to buy from brands with strong social justice commitments
42% of consumers are more likely to trust brands with visible DEI commitments
82% of consumers say they are more loyal to brands that demonstrate inclusivity and diversity

Consumer Preferences and Loyalty Interpretation

In an industry where a cocktail of authenticity and social commitment stirs consumer loyalty, liquor brands that toast to diversity and justice aren’t just doing good — they’re stirring up good business.

Diversity, Equity, and Inclusion Initiatives

Companies with diverse executive teams are 33% more likely to outperform their peers financially
60% of consumers state they are more likely to support brands that actively promote diversity
30% of new product launches in the liquor industry in 2022 featured diverse founders or themes
Companies with more diverse boards see an average of 19% higher revenue
Only 10% of major liquor brands have explicitly incorporated DEI initiatives into their marketing strategies
55% of respondents believe the industry should do more to promote diversity, equity, and inclusion
68% of consumers feel that brands should reflect the diversity of their local communities
42% of industry employees believe their company could improve its DEI efforts
35% of consumers under 35 prioritize brands that support social justice causes
50% of Hispanic consumers prefer purchasing from brands that promote diversity and inclusion
Only 15% of liquor industry marketing campaigns feature diverse characters
Social media campaigns promoting diversity in the liquor industry increased engagement rates by 40% in 2022
61% of industry executives agree that inclusion leads to better innovation
28% of consumers feel that liquor brands lack sufficient representation of multicultural identities
90% of liquor companies have some form of DEI policy, yet only 35% actively measure its impact
52% of consumers believe that supporting minority-owned brands is an act of social responsibility
Only 12% of traditional advertising campaigns feature LGBTQ+ individuals
48% of industry professionals say diversity initiatives lead to a better workplace environment
67% of consumers support brands that promote racial equality
34% of liquor industry recruitment campaigns target diverse communities more aggressively than in previous years
Organic and fair-trade spirits brands are 40% more likely to highlight DEI initiatives on their labels
59% of young adults feel that alcohol brands could do more to showcase diversity and inclusion in their branding
80% of industry leaders agree that increasing DEI improves overall corporate reputation
Only 7% of liquor advertising features persons with disabilities
65% of industry professionals believe their companies should focus more on DEI in supplier relationships
46% of liquor brands have engaged in partnerships with minority-owned organizations for marketing or product development
55% of consumers aged 18-34 want brands in the liquor industry to show more inclusive storytelling
40% of liquor industry marketing budgets are allocated to initiatives promoting diversity and inclusion
73% of respondents believe DEI initiatives lead to better customer insights and product development
14% of liquor companies have dedicated full-time DEI officers or teams
63% of consumers feel that the alcohol industry should incorporate more representation of different cultural traditions
81% of industry executives agree that DEI advocacy helps attract top talent
23% of liquor brands have received awards or recognition specifically for their diversity and inclusion efforts

Diversity, Equity, and Inclusion Initiatives Interpretation

Despite 90% of liquor companies establishing DEI policies, a startlingly low 15% of marketing campaigns feature diverse characters—highlighting that while industry leaders recognize inclusion's value—only a fraction translate it into authentic representation that resonates with changing consumer values and boosts profitability.

Industry Demographics and Workforce Composition

Only 20% of leadership roles in the liquor industry are held by women
Women account for 40% of leadership roles in the liquor industry, up from 34% five years ago
25% of the liquor industry workforce is composed of minorities
The percentage of minority-founded liquor brands has increased by 25% over the past three years
The turnover rate for minority employees in the liquor industry is 20% higher than for their white counterparts
Historically underrepresented groups such as Native Americans account for less than 2% of executive roles in the liquor industry
The average salary gap between white employees and minority employees in the liquor industry is 15%
25% of new hires in the liquor industry in 2023 were from underrepresented groups
The percentage of women in R&D roles within the liquor industry increased by 10% over five years

Industry Demographics and Workforce Composition Interpretation

While the liquor industry is making strides with women and minorities gaining ground—lifted by a 25% increase in minority-founded brands and more women in R&D—the persistent disparities in leadership representation, pay gaps, and high turnover rates highlight that the industry still has a long toasting journey toward true diversity, equity, and inclusion.

Marketing Strategies and Brand Representation

45% of consumers prefer brands that demonstrate diversity and inclusion in their advertising
African American consumers spend $3 billion annually on alcohol, yet representation in marketing is less than 5%
LGBT representation in liquor advertising increased by 15% in 2022
Alcohol advertising featuring diverse models was 2.5 times more likely to resonate with minority audiences
29% of recent advertising campaigns in the liquor industry have featured multicultural celebrations or events

Marketing Strategies and Brand Representation Interpretation

These statistics reveal that while the liquor industry is progressively embracing diversity—with increased LGBT representation and multicultural celebrations—there’s still a glaring gap, as African American consumers, who spend $3 billion annually, are largely unseen in marketing, underscoring the urgent need for brands to pour genuine inclusivity into their advertising mix.

Ownership, Leadership, and Industry Growth

Minority-owned small businesses account for 11% of the alcohol retail sector
The number of women-owned liquor brands tripled between 2010 and 2020
Disabled individuals make up less than 1% of leadership positions in the liquor industry
Indigenous and Native American spirits brands increased their market share by 15% over the past five years

Ownership, Leadership, and Industry Growth Interpretation

While strides are being made—such as the booming rise of Native American spirits and a tripling of women-owned brands—minority and disabled entrepreneurs still face steep barriers, highlighting that true inclusion in the liquor industry remains a shot yet to be poured.